Travel, Tourism, and Destination Marketing

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Travel, Tourism, and Destination Marketing (formerly Travel and Tourism Marketing and Sales) 8169 36 weeks

Table of Contents Acknowledgments ......................................................................................................................................... 1

Course Description ........................................................................................................................................ 3

Task Essentials Table .................................................................................................................................... 3

Curriculum Framework ................................................................................................................................. 5

Relating Sales and Marketing to Travel and Tourism .................................................................................. 5

Performing Market Research in the Travel and Tourism Industry ............................................................... 7

Understanding the Financial Implications of Marketing and Sales ............................................................ 14

Understanding Uses of Technology in the Travel and Tourism Industry ................................................... 18

Implementing Marketing and Sales Based on Safety, Social, and Environmental Issues .......................... 20

Conducting Sales ........................................................................................................................................ 23

Providing Customer Service ....................................................................................................................... 31

Pursuing a Career in Travel and Tourism Marketing.................................................................................. 34

SOL Correlation by Task ............................................................................................................................ 41

Related DECA, Inc. Competitive Events .................................................................................................... 44

Appendix: Credentials, Course Sequences, and Career Cluster Information ............................................. 45

Acknowledgments The components of this instructional framework were developed by the following curriculum development panelists:

Berkita Bradford, Associate Professor, Virginia State University, Petersburg Connie Brewer, Market Director of Sales, White Lodging Services, Richmond Antiya Clemons, Instructor, T.C. Williams, Alexandria City Public Schools Donald Gresham, Instructor, Deep Creek High School, Chesapeake Public Schools Dr. Gilpatrick Hornsby, Assistant Professor, James Madison University, Harrisonburg Elizabeth Hunter, Instructor, James Wood High School, Frederick County Public Schools

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Gina Mancuso-Sidhu, Coordinator, Administration and Marketing Program, Virginia Beach City Public Schools Susannah Pulling Oates, Instructor, L.C. Bird High School, Chesterfield County Public Schools Leslie Perry, Instructor, Advanced Career Education Center at Highland Springs, Henrico County Public Schools Amy Picone, Instructor, Freedom High School, Loudoun County Public Schools Stacey Shiflet, Managing Director, Virginia Beach Restaurant Association, Virginia Beach Lauren Townsend, Director of Marketing, Virginia Beach Convention and Visitors Bureau, Virginia Beach Jordan Vallerga, Group Sales Manager, Founders Inn and Spa, Tapestry Collection by Hilton, Virginia Beach Jim Wilson, Director of Education and Workforce Development, Virginia Restaurant, Lodging, and Travel Association, Richmond

Correlations to the Virginia Standards of Learning were reviewed and updated by:

Leslie R. Bowers, English Teacher (ret.), Newport News Public Schools Vickie L. Inge, Mathematics Committee Member, Virginia Mathematics and Science Coalition Anne F. Markwith, New Teacher Mentor (Science), Gloucester County Public Schools Michael Nagy, Social Studies Department Chair, Rustburg High School, Campbell County Public Schools

The framework was edited and produced by the CTE Resource Center:

Leanne Forbes Tipton, Writer/Editor Kevin P. Reilly, Administrative Coordinator

Virginia Department of Education Staff

Sharon Acuff, Specialist, Marketing and Related Clusters J. Anthony Williams, Curriculum and Instruction Coordinator

Dr. David S. Eshelman, Director, Workforce Development and Initiatives George R. Willcox, Director, Operations and Accountability

Office of Career, Technical, and Adult Education Virginia Department of Education

Copyright © 2020

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Course Description Suggested Grade Level: 11 or 12

This course is designed to provide students with an in-depth look at travel, tourism, and destination marketing. Students learn about business management, communications strategies, and the importance of sales and marketing in the travel and tourism industry. Students gain an understanding of soft skills, career trends, and opportunities. They develop advanced competencies in the areas of human relations, finance, safety and environmental issues, industry-specific technology, promotional planning, and market research. Academic skills related to the content are also a part of this course.

Task Essentials Table • Tasks/competencies designated by plus icons ( ) in the left-hand column(s) are essential • Tasks/competencies designated by empty-circle icons ( ) are optional • Tasks/competencies designated by minus icons ( ) are omitted • Tasks marked with an asterisk (*) are sensitive.

Task Number

8169 Tasks/Competencies

Relating Sales and Marketing to Travel and Tourism 39

Identify the main categories of tourism. 40

Identify the basic elements of a marketing plan. 41

Identify the basic steps of the sales process. Performing Market Research in the Travel and Tourism Industry 42

Analyze how research methods are used in the travel and tourism industry. 43

Gather data for a local or regional travel and tourism industry. 44

Analyze travel and tourism market research data to identify trends and patterns.

45

Compose recommendations based on the analysis of travel and tourism data. 46

Describe the advantages and disadvantages of market segmentation. 47

Develop a positioning statement for a specific business venture. 48

Revise a positioning statement based on research. 49

Create a travel and tourism marketing plan. 50

Present a travel and tourism marketing plan to the class. Understanding the Financial Implications of Marketing and Sales 51

Explain a travel and tourism manager's role in budget management. 52

Interpret financial statements. 53

Explain why revenue management is essential when dealing with perishable goods.

54

Analyze the effect of business ethics for a sales and marketing department.

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Task Number


55

Analyze financial policies and procedures related to travel and tourism sales transactions.

Understanding Uses of Technology in the Travel and Tourism Industry 56

Explain the effects of technology on travel and tourism marketing. 57

Apply technology to travel and tourism marketing. Implementing Marketing and Sales Based on Safety, Social, and Environmental Issues 58

Analyze the effects on safety issues in the travel and tourism industry. 59

Examine the effects of health issues related to the travel and tourism industry.

60

Describe the economic and social effects of a crisis or disaster. 61

Identify threats to a marketing campaign. Conducting Sales 62

Examine concepts and issues related to pricing products and services in the travel and tourism industry.

63

Examine concepts related to selling products and services in the travel and tourism industry.

64

Demonstrate the selling process. 65

Create a sales strategy for a travel and tourism venture. 66

Identify a generational sales strategy. 67

Define revenue management as it relates to sales. 68

Identify additional opportunities for revenue. 69

Examine concepts and issues related to promotion in the industry. 70

Analyze promotional options to reach specific target markets. 71

Develop a promotional plan. Providing Customer Service 72

Describe management considerations for providing customer service to travel and tourism clients.

73

Summarize the methods for measuring customer service. 74

Describe methods of brand and reputation management related to customer service.

Pursuing a Career in Travel and Tourism Marketing 75

Identify the characteristics of a successful travel and tourism professional. 76

Determine career trends and opportunities in travel and tourism marketing and sales.

77

Research a specific career in the travel and tourism marketing and sales industry.

78

Research postsecondary training and educational opportunities in travel and tourism marketing and sales.

79

Update a résumé and cover letter. 80

Describe the role of online résumé posting sites, social networking sites, and association job boards.

81

Describe potential effects of social media to your personal brand and/or job opportunities.

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Task Number


82

Tailor interview techniques to a variety of companies. 83

Explain the roles of professional and trade organizations in career development.

Legend: Essential Non-essential Omitted

Curriculum Framework

Relating Sales and Marketing to Travel and Tourism

Task Number 39

Identify the main categories of tourism.

Definition

Identification could include tourism local, national, and international tourism and categories such as

• outdoor recreation • environmental tourism/ecotourism • history and heritage • cultural tourism • adventure • religious tourism • culinary tourism • business • niche markets.

Process/Skill Questions

• What is epicurean? • Why is Brand USA important to the travel and tourism industry and the economy? • What are destination marketing organization (DMOs) and world trade organization

(WTOs)? Why are these organizations important in the travel and tourism industry?

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• What are the contributions of each category of tourism to a local economy? • Which types of transportation play a vital role in the travel and tourism industry? • What are the newest categories of tourism, and how have they affected the industry?

National MBAResearch Standards-Business Administration

Acquire information to guide business decision-making.

Task Number 40

Identify the basic elements of a marketing plan.

Definition

Identification should include

• executive summary • situation analysis • goals and objectives • marketing strategies • implementation • evaluation and control • appendix.


• Why is a marketing plan important in the travel and tourism industry? • What role does the executive summary play in a marketing plan? • What role does the situation analysis play in the marketing planning process? • What are goals? What are objectives? How should objectives be written? • How are marketing strategies developed to determine and target a selected audience? • Why are an evaluation and an appendix important elements of a marketing plan?

National MBAResearch Standards-Marketing

Employ marketing-information to plan marketing activities.

Task Number 41

Identify the basic steps of the sales process.

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Definition

Identification should include the following steps:

• Pre-approach • Approach • Determining needs • Demonstration • Answering questions/handling objections • Close • Suggestion selling • Follow-up


• Why is the pre-approach important in the sales process? • Why is a first impression important in the sales process? How does a salesperson’s

approach affect the outcome of a sale? • How do successful salespeople use observation, listening, and questioning to determine

customers’ wants and needs? • What types of questions are most helpful in getting information from a customer? • Why should a salesperson anticipate a customer’s objections? Why is it important to

answer a customer’s objections? • Why should a salesperson always be ready to close a sale at any point during the process? • How does suggestion selling increase a customer’s satisfaction with the purchase? • Why is it important to follow up with customers after they have made their purchases?


Resolve conflicts with/for customers to encourage repeat business.


Acquire a foundational knowledge of selling to understand its nature and scope. Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Performing Market Research in the Travel and Tourism Industry

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Task Number 42

Analyze how research methods are used in the travel and tourism industry.

Definition

Analysis should include the concept of market research and incorporate the purpose and importance of the following research tools:

• Data analysis • Sales forecasting • Test marketing • Competition analysis • Technology trends


• What are the research methods businesses use to conduct research? • What are the five steps of the market research process? • Which steps of the market research process are most expensive to perform, and which are

most cost effective? • How have online tools improved the market research process? • What are the six major steps in a market analysis? • What types of tools are most commonly used in marketing analysis situations? Why is

each important? • How does market research affect travel and tourism employees and customers? • What technologies are available and useful for research?


Employ marketing-information to plan marketing activities. Understand data-collection methods to evaluate their appropriateness for the research problem/issue. Understand marketing-research activities to show command of their nature and scope. Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue.

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Task Number 43

Gather data for a local or regional travel and tourism industry.

Definition

Gathering of data should include market segmented data, including demographic, geographic, psychographic, and behavioral information used in travel and tourism planning, as well as information about potential competition. Gathering of data should also be from reliable, industry-accepted sources.


• Where is market-segmented data obtained? • What is the difference between informal and formal data research? • What data should be collected? • What is the difference between secondary data and primary data? What are some

examples of each? • What is the benefit of gathering secondary data before gathering primary data? • What community groups should be identified as potential resources for travel and tourism

research? • Why is it important to have current data?




Acquire foundational knowledge of marketing-information management to understand its nature and scope.

Task Number 44


Definition

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Analysis should include common types of market research, such as the following:

• Situation (analysis of an existing business) • Market (analysis of potential demand for a new business) • Feasibility (analysis of potential demand and anticipated profit)

Analysis should identify trends, patterns, and other results, using spreadsheets, graphs, and other tools.


• How can computer tools facilitate the analysis of statistical patterns? • What are the benefits of a situation analysis in relation to market segmentation? • How often should a business conduct a situation analysis? A market analysis? Why? • What is a SWOT analysis? • How does research help in developing a SWOT analysis? • What are the benefits of a business analyzing internal strengths and weaknesses? • What are some opportunities and threats that a new business may face?


Evaluate marketing research procedures and findings to assess their credibility. Interpret marketing information to test hypotheses and/or to resolve issues.

Task Number 45

Compose recommendations based on the analysis of travel and tourism data.

Definition

Composition should reflect the market research purpose statement and related research objectives and include supporting data for each point.


• How should marketing research recommendations be composed and presented within a community, to local/regional governments, and to other sectors involved?

• Why is it essential for the recommendations to support the research purpose statement? • What types of supporting data are necessary when presenting recommendations? • How would graphs, charts, and other visual aids support research recommendations?

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• How are market research recommendations used to support improved business decisions?

Task Number 46

Describe the advantages and disadvantages of market segmentation.

Definition

Description should include

• advantages o marketing to a certain customer group is more precise o business better satisfies the marketing concept

• disadvantages o cost o time o faulty segmentation choices caused by incorrect research data or interpretation.


• What demographics might be considered most important for market segmentation within the travel and tourism industry? How might this data be used to better ensure a business’ success?

• How can customers be segmented? • Which methods of market segmentation might be most advantageous in the travel and

tourism industry?


Select target market appropriate for product/business to obtain the best return on marketing investment (ROMI).

Task Number 47

Develop a positioning statement for a specific business venture.

Definition

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Development should address the questions who, what, where, when, and why in relation to a market research project. Development may be done for a business venture such as a farm-to-table restaurant, a family restaurant, or a 24-hour gym.


• What methodology should be used when researching a travel and tourism venture? • Why is it important to research prior to beginning a travel and tourism venture? • What are the benefits of identifying the target market? • Why is it important to know the who, what, where, when, and why when gathering data

for a marketing research project?




Develop marketing strategies to guide marketing tactics.

Task Number 48

Revise a positioning statement based on research.

Definition

Revision should include any changes to product, place, price, promotion, and target market, based on new information derived from market research.


• Why is it important to use research as the basis for revisions to a positioning statement? • What are some potential consequences of revising positioning statements based on

feelings, guesses, or hunches? • How can economic conditions affect positioning strategies?


Acquire information to guide business decision-making. Control an organization's/department's activities to encourage growth and development.

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Utilize planning tools to guide organization's/department's activities.


Understand marketing-research activities to show command of their nature and scope.

Task Number 49

Create a travel and tourism marketing plan.

Definition

Creation should include the traditional components that address initial efforts (e.g., market research and analysis), implementation (e.g., marketing strategies), and evaluation (e.g., action plans).


• Why is a marketing plan important to a business? • What are the parts of a marketing plan? • What resources are needed to develop a marketing plan? • What is the importance of communicating a marketing plan to the employees? • How can the effectiveness of a marketing plan be assessed? • How can market research provide information to improve a marketing plan?


Develop marketing strategies to guide marketing tactics. Employ marketing-information to plan marketing activities.

Task Number 50

Present a travel and tourism marketing plan to the class.

Definition

Presentation should include

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• examples of credible resources used in research • the demonstration of good communication skills • the production and use of engaging visuals • the ability to field questions.


• Where are credible resources found? • What technologies are available to create engaging visuals? • What enables a presenter to field relevant questions?


Apply verbal skills to obtain and convey information.

Understanding the Financial Implications of Marketing and Sales

Task Number 51

Explain a travel and tourism manager's role in budget management.

Definition

Explanation should include managing

• expenses • revenue • productivity • operations • personnel • travel.


• What are the elements of a good budget? • Why are budgeting skills important in management?

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• How can expense control increase productivity? • What types of operations and personnel may be involved in expense control? • How can labor costs be controlled? • What are the consequences of failing to meet budgeted sales goals? • What is the most important aspect of controlling a budget? What is the least important? • How should one prioritize budget items when all aspects are interrelated?


Acquire a foundational knowledge of finance to understand its nature and scope. Manage financial resources to ensure solvency.

Task Number 52

Interpret financial statements.

Definition

Interpretation should include both paper and electronic financial statements (e.g., income statement, balance sheet, cash flow statement, forecasting) and an explanation of the purpose of each.


• What is a cash flow statement? • How can poor financial management affect the operation of a business? • What is the benefit of using a daily balance sheet? • How is a forecast used in marketing and sales? • What is another name for an income statement?


Implement accounting procedures to track money flow and to determine financial status. Manage financial resources to ensure solvency.

Task Number 53

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Definition

Explanation should include a definition of perishable goods (e.g., hotel rooms, airline seats, cruise cabins, tee times, meeting spaces). Explanation should also include

• sell-through strategies • overbooking • last-minute marketing • real-time pricing algorithms


• How can revenue management techniques create profit in marketing and sales? • How and when would overbooking be utilized? • What revenue management techniques are used during times of high demand? • What revenue management techniques are used during times of low demand? • What are the results of poor revenue management techniques?


Select target market appropriate for product/business to obtain the best return on marketing investment (ROMI).

Task Number 54

Analyze the effect of business ethics for a sales and marketing department.

Definition

Analysis should include

• giving inventory away • providing service guarantees • discounting • managing and responding to reviews and feedback.


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• What is a reasonable complimentary policy? • When should one comp one’s product? • What is return on investment (ROI)? • How does a company’s code of ethics influence the practices of the sales and marketing

department? • What are the advantages and disadvantages of giving inventory away?


Acquire a foundational knowledge of information management to understand its nature and scope. Acquire information to guide business decision-making. Understand operation's role and function in business to value its contribution to a company.


Understand responsibilities in marketing to demonstrate ethical/legal behavior.

Task Number 55


Definition

Analysis should address the following:

• Cashing checks (including travelers' checks) • Contracts • Credit arrangements • Computerized systems (e.g., ATM, direct deposit) • Commissions • Add-ons (e.g., airport or port-of-entry taxes)


• What consumer services should be included in a travel and tourism business's financial policies?

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• What is the difference between a personal check and a traveler’s check? Why might one prefer a traveler’s check?

• What are the factors to consider when using an ATM or domestic credit card in a foreign country?

• How do debit cards differ from credit cards? • How do travel and tourism contracts differ from other contracts? What provisions are

customarily written into a travel and tourism contract?


Acquire a foundational knowledge of finance to understand its nature and scope. Acquire information to guide business decision-making. Maintain business records to facilitate business operations.

Understanding Uses of Technology in the Travel and Tourism Industry

Task Number 56

Explain the effects of technology on travel and tourism marketing.

Definition

Explanation should include

• reducing face-to-face contact with customers • increasing customer education and self-service due to the Internet • broadening generational differences in communication preferences • providing new avenues for promotion • using technology tools to measure marketing effectiveness and ROI.


• What effects have technology had on consumer behavior related to the travel and tourism industry?

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• How has computer technology eased the flow of travel? • What roles do technology play in travel security? • How do changes in communication technology affect travel employees and customers? • What effect does "Internet only" pricing have on supply and demand? • How do social media sites affect customers’ decision making?


Acquire foundational knowledge of marketing-information management to understand its nature and scope.

Task Number 57

Apply technology to travel and tourism marketing.

Definition

Application should include point-of-purchase (POP) technology, cell phones, apps, robo-calling, automated teller machines (ATMs), computerized kiosks, and other technologies that enhance travel and tourism operations in the areas of

• customer service • online marketing • collecting demographic and psychographic information • retrieval and dissemination of information • research (e.g., target market research, tour planning, pricing) • promotions targeted specifically to customer needs • analytics and performance reporting.


• What is the effect of consumers’ use of apps and social media on various segments of the travel and tourism industry?

• How can the Internet cut market research costs? • How can kiosks facilitate the check-in process at hotels and airports? • What is the importance of travel-related links on a business’ website? • How can technology help track demographics and psychographics? • How do electronic check-in/check-out procedures work? • How can technology help businesses target promotions based on the specific needs of

individual customers?


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Understand operation's role and function in business to value its contribution to a company. Utilize information-technology tools to manage and perform work responsibilities.

Implementing Marketing and Sales Based on Safety, Social, and Environmental Issues

Task Number 58

Analyze the effects on safety issues in the travel and tourism industry.

Definition

Analysis could include domestic and international safety issues related to

• structures • equipment • cleanliness • fires • hazardous materials • bomb threats • firearms • traffic • natural disasters • international and domestic terrorism • government assessments and warnings (e.g., state of emergency declaration) • brand consciousness • travel restrictions (e.g., international advisories) • other safety concerns related to air, land, and sea travel.


• What can an individual employee do to ensure the safety of customers and other employees?

• What is the role of Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) in airports?

• What is the role of an air marshal on an airplane?

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• What is the role of Transportation Security Administration (TSA) at airports? • What resources are available to identify travel restrictions while traveling on air and

cruise lines? • How does travel insurance play a part in travel safety?


Adhere to health and safety regulations to support a safe work environment. Implement safety procedures to minimize loss. Implement security policies/procedures to minimize chance for loss.

Task Number 59


Definition

Examination should include

• viruses and pandemics • contamination of food, facilities, and water • infectious diseases • vaccinations • allergies • pharmaceutical and medical services in foreign countries • health insurance coverage for foreign travel • physical effects of long-distance travel.


• Why is it important for travel and tourism professionals to be aware of domestic and international health issues?

• What role does the World Health Organization (WHO) play in keeping travelers healthy and informed?

• What resources are available for staying current with health issues related to travel and tourism?

• What inoculations are currently required for travel outside of the United States? • What kind of environmental considerations must travelers be aware of in other countries? • How can local ecosystems affect food and drink consumption?

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Adhere to health and safety regulations to support a safe work environment.

Task Number 60

Describe the economic and social effects of a crisis or disaster.

Definition

Description should include effects caused by natural and man-made disasters, including storms, drought, oil spills, war, and general political unrest on the travel and tourism industry. Description should also include examples of recent events that fall into the above categories, such as the following:

• Viral outbreaks • Bombings or mass shootings • Oil spills • Economic downturn • Wildfires • Cruise ship disasters • Tsunamis, earthquakes, and hurricanes


• What are some regions of the world in which unrest is affecting global travel? • What are the economic and social effects of some recent crises/disasters? • To what areas does the State Department currently restrict travel?


Adhere to health and safety regulations to support a safe work environment. Identify potential business threats and opportunities to protect a business' financial well-being.

Task Number 61

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Identify threats to a marketing campaign.

Definition

Identification should include sociological and technological hazards, such as the following:

• Crime • Civil disorder • Terrorism • Structural collapses • Fire • Hazardous materials • Air safety • Cruise safety • Road conditions • Rail conditions • Food contamination • Mass cancellations • Economic downturn


• Why is it important to anticipate threats? • What is the best way to prepare for hazards that can threaten the implementation of a

marketing plan? • How have threats affected marketing plans in recent years? What can be learned from

this?


Identify potential business threats and opportunities to protect a business' financial well-being. Implement safety procedures to minimize loss.


Determine technology security issues to protect customer information and company image.

Conducting Sales

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Task Number 62


Definition

Examination should include

• psychological effects of pricing • factors affecting selling price (e.g., break-even point, economic trends, availability of

product or service, competition) • ethics of pricing.


• What are the goals of pricing? What steps should be followed in setting prices? • How do economic trends affect pricing? • What market factors affect price planning? • What government factors affect pricing? • What is psychological pricing? • How does competition affect pricing policies? • What is considered fair pricing? • What is price skimming?


Develop a foundational knowledge of pricing to understand its role in marketing.

Task Number 63


Definition

Examination could include

• identifying buying motives

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• building clientele • developing prospect lists • probing for information • using follow-up techniques • establishing sales quotas • managing territories • making sales presentations • participating in sales meetings • entering sales contests • preparing and analyzing sales reports.


• How can cultural influences affect buying behavior? • How are product benefits used to educate consumers? • What are some potential obstacles to a sale? • What are the purposes of sales meetings? • What actions could a business take to expand its clientele? • What type of information is used for making sales presentations? • What are loyalty programs, and how are they used to increase sales?


Acquire a foundational knowledge of selling to understand its nature and scope. Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer. Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Task Number 64

Demonstrate the selling process.

Definition

Demonstration should include

• preparing a product • explaining/showing a product’s features and benefits (i.e., making a pitch) • explaining the importance of a product • soliciting feedback from peers

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• closing the sale.


• What is feature/benefit selling in terms of travel and tourism? • What preparation is needed before presenting the features of a travel and tourism

product? • When is an appropriate time to present a product to a client? • Why is feedback needed when presenting features in the selling process?


Acquire a foundational knowledge of selling to understand its nature and scope. Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer. Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Task Number 65

Create a sales strategy for a travel and tourism venture.

Definition

Creation should include

• research on competitors • research on current related trends • identification of market segments • explanation of sales methodology.


• Why is it important to research one's competitors? • What are some of the most effective online sources for conducting competitor research?


Use social media to communicate with a business's stakeholders.

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Employ marketing-information to plan marketing activities. Understand promotional channels used to communicate with targeted audiences. Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Task Number 66

Identify a generational sales strategy.

Definition


• audience profile • a marketing plan that reaches all generations (e.g., print, digital, out-of-home, social

media) • knowledge of the competitors’ resources.


• Why is it important to know all audiences for sales with all generations? • What types of media attract baby boomers? Why? • What effect can word-of-mouth advertising have on a business? • What are some ways referral systems can increase profits? • What purpose can newsletters serve in a sales strategy?




Employ marketing-information to plan marketing activities.

Task Number 67

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Define revenue management as it relates to sales.

Definition

Definition should include

• the right guest at the right time • the right price at the right length of stay • the concept that not all business is good business.


• What is the relationship between yield management and revenue management? • What is considered perishable inventory? • What are fluctuating demands? • What are low variable costs?


Assess marketing strategies to improve return on marketing investment (ROMI).

Task Number 68

Identify additional opportunities for revenue.

Definition


• upselling • cross-selling • assisting with payment options • assisting with delivery options (e.g., room service, delivery of rental car, delivery of

luggage) • offering after-sale services • offering guaranteed satisfaction • sealing the customer's commitment to the purchase • using customer relationship management (CRM) software to personalize service.


• What is the goal of revenue management?

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• What effect does upselling have on increasing revenue? • What are the differences between upselling and cross-selling? • What is needed to uphold a satisfaction guarantee? • What is the best way to "seal the deal" with a customer?


Assess marketing strategies to improve return on marketing investment (ROMI). Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Task Number 69

Examine concepts and issues related to promotion in the industry.

Definition

Examination should include promotional mix, methods, and costs, with illustrations of the role each plays in the travel and tourism industry. Examination also includes the role of owned media, earned media, and paid media in promotion.


• What are the elements of the promotional mix? Why is each important in the travel and tourism field?

• What are examples of communication methods used in the promotional mix? • What factors increase the cost of promotion? • How might a travel and tourism company reduce promotional costs without losing

business? • What is the difference between promotional (i.e., product) advertising vs. institutional

advertising? • What are affinity programs? How do they benefit businesses and consumers? • What is the relationship between promotion and marketing? • What methods work best to inform, persuade, and remind consumers of special

promotions?


Acquire a foundational knowledge of promotion to understand its nature and scope.

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Task Number 70

Analyze promotional options to reach specific target markets.

Definition

Analysis should include the purposes, costs, market segments, and other factors involved in promotional options, such as the following:

• Online marketing • Mobile marketing • Opt-in marketing • Direct mail • Print media • Broadcast media • Partnerships • Trade shows • Outdoor advertising • Word-of-mouth and referrals • Special event marketing


• What are some promotional strategies used within the travel and tourism industry? • Which promotional tools would best reach a business traveler? • What is a promotional plan? Why is it important? • Why may one promotional tool be more effective than another for reaching new vs.

current customers? • What are ways to promote internal tourism? • What effect can co-op advertising have on smaller agencies? • How does cross-promotion benefit businesses and customers?


Understand the use of an advertisement's components to communicate with targeted audiences. Understand the use of public-relations activities to communicate with targeted audiences.

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Task Number 71

Develop a promotional plan.

Definition

Development should include

• identifying the goals of the promotion • determining the promotional mix • establishing an evaluation component for specific products or services.


• What is the importance of creating a diversified promotional plan? • What would be included in a promotional plan for a specific travel and tourism venue? • What methods are used to evaluate promotional plans? • What are the advantages and disadvantages of using publicity as part of a promotional

plan? • What can companies do to minimize the effect of negative publicity on future sales? • What are some strategies for marketing travel and tourism destinations?


Acquire a foundational knowledge of promotion to understand its nature and scope. Employ marketing information to plan marketing activities.

Providing Customer Service

Task Number 72

Describe management considerations for providing customer service to travel and tourism clients.

Definition

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Description should include the characteristics and effects of good vs. poor customer service and the role of factors such as

• business policies and procedures • financial considerations • customer service training • physical restrictions.


• What is the importance of adhering to company policies and treating all customers and vendors fairly?

• How can poor customer service affect the profitability of a travel-related business? • What are the characteristics of an effective customer service training program? • What are procedures to ensure effective customer service for guests with disabilities? • How should one respond to difficult guests? • What is the most common reason customers do not return to a business? • What is the cost of a quality customer service training program within a company vs. the

cost of providing no training?


Foster positive relationships with customers to enhance company image. Resolve conflicts with/for customers to encourage repeat business.


Foster positive relationships with customers to enhance sales.

Task Number 73

Summarize the methods for measuring customer service.

Definition

Summary should include vehicles for gathering customer reactions to services received, such as the following:

• Comment cards • Toll-free numbers on receipts • Web-based surveys

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• Social media • Audience response systems • Customer retention (repeat business)

Summary of uses of customer service measurement data may include improvements in

• staff (e.g., empathy, response time, courtesy, dependability, knowledge) • facilities (e.g., furnishings, layout, amenities) • procedures (e.g., communication process, planning process).


• What might be the outcome if survey results do not coincide with company goals? • How can physical factors (e.g., the facility, the appearance of staff) negatively affect

customer service? • What should be considered when developing a training plan to improve customer

service? • How often should a company evaluate their customer service policies? • Who should respond to negative online comments? Why? • How can a company use social media to measure customer satisfaction levels? • How are secret shoppers used to measure customer service?


Understand the nature of customer relationship management to show its contributions to a company.

Task Number 74

Describe methods of brand and reputation management related to customer service.

Definition

Description should include methods used by companies to communicate with customers regarding their brand, to increase brand loyalty and build brand awareness.


• What is brand and reputation management? • How does social media improve customer service? • Why should a company use social media in relation to customer service?

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• When should social media platforms be used? • What are some examples of contrabranding?


Foster positive relationships with customers to enhance company image. Reinforce company's image to exhibit the company's brand promise. Use social media to communicate with a business's stakeholders.


Position company to acquire desired business image. Understand the use of an advertisement's components to communicate with targeted audiences. Understand the use of public-relations activities to communicate with targeted audiences.

Pursuing a Career in Travel and Tourism Marketing

Task Number 75

Identify the characteristics of a successful travel and tourism professional.

Definition

Identification should include the following characteristics:

• Empathetic • Attentive • Accountable • Goal-oriented • Knowledgeable about products and destinations

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• Proactive • Solution-oriented • Collaborative • Detail oriented • Global thinker


• What role does discipline play in multi-tasking? • Why is it important for a travel and tourism professional to be adaptable? • What are some ways a professional can be proactive? • How can empathy help a salesperson develop productive relationships? • What role does confidence play in sales? • How does ambition affect goal setting? • Why is it important for a travel and tourism salesperson to have knowledge about

geography?


Utilize career-advancement activities to enhance professional development.

Task Number 76

Determine career trends and opportunities in travel and tourism marketing and sales.

Definition

Determination of career trends should include

• employment • technology • training • special services within travel and tourism marketing.

Many websites offer career exploration resources, including the Virginia Department of Education's Career Planning Guide.


• How are employment trends and opportunities evolving in the travel and tourism industry?

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• What resources are available for researching employment trends in the travel and tourism industry?

• What role does technology play in the increase or decrease of jobs in the travel and tourism industry?

• How does cross-training enhance job opportunities in the travel and tourism industry? • How has an aging population developed the need for new services in the travel and

tourism industry?


Participate in career planning to enhance job-success potential.

Task Number 77

Research a specific career in the travel and tourism marketing and sales industry.

Definition

Research should include a career pathway within travel and tourism that matches the student's strengths and interests and a written and/or oral presentation that conveys the research results to a wider audience. Research may be done in one of the following areas:

• Hotel and lodging • Attractions • Food and beverage • Cruise lines • Air lines • Tour operators • Event planner • Travel Agent • Convention and Visitors Bureau (CVB) • Destination management organizations (DMO) • Destination management companies (DMC) • Online booking agents • Incentive travel companies


• What types of occupations are available within the selected career pathway? What knowledge, skills, and personal qualities are important in each?

• How would your current, innate strengths help you be successful in this career pathway?

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• Who would be a good resource to contact for behind-the-scenes information regarding jobs in this career pathway?

• What are the educational requirements for various occupations within the selected career pathway?


Participate in career planning to enhance job-success potential. Utilize career-advancement activities to enhance professional development.

Task Number 78

Research postsecondary training and educational opportunities in travel and tourism marketing and sales.

Definition

Research should include

• advanced education and training available in high school, including dual enrollment and advanced placement, work-based learning and student organizations

• postsecondary options, such as two- or four-year colleges, technical schools, or internship or apprenticeship opportunities

• professional conferences and workshops.


• Which Virginia postsecondary institutions offer courses or degrees in travel and tourism-related fields? What specific majors are offered by these schools?

• What postsecondary educational opportunities exist in the travel and tourism industry besides traditional college courses?

• Why is it important to plan your high school program with postsecondary training in mind?

• What information should be covered in a 15-minute informational interview? • Why is it important to "job shadow" when possible? • How can industry-sponsored conferences help students and job seekers?


Participate in career planning to enhance job-success potential.

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Task Number 79

Update a résumé and cover letter.

Definition

Updating should include highlighting skills and experience appropriate for a specific occupation in the travel and tourism industry. Résumé and cover letter should adhere to industry standards and instructor's guidelines.


• Why is it important to regularly review one's résumé? • What is an appropriate length for a résumé? • What non-workplace experiences or skills might be appropriately cited in a résumé? • How do résumés, applications, and tailored cover letters complement one another? • What are the essential components of a high-quality video résumé? • How can a well-made video résumé help candidates stand out in a competitive job

market?


Implement job-seeking skills to obtain employment. Participate in career planning to enhance job-success potential.

Task Number 80

Describe the role of online résumé posting sites, social networking sites, and association job boards.

Definition

Description should include best practices for posting traditional and video résumés online and using social networking sites and association job boards. Description should include a résumé that is designed for employment in the travel and tourism industry, including personal information, educational background, work experience, extracurricular activities and interests, and references.

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Description should include how to apply for a position online using a cover letter that provides additional information related to the specific job and cites key words relevant to that position. Description should include references that have the individual’s name, address, phone number, email address, profession, and length of time the applicant has known him or her.


• What are the differences between preparing a résumé for online posting and preparing a résumé for printing?

• How have web-based résumé posting sites changed the employment application process? • What are some advantages and disadvantages of posting a general résumé on a social

networking or association job board website? • How can job seekers assess the professionalism and reliability of websites in which jobs

and résumés are sometimes posted?

Task Number 81


Definition

Description should include positive and negative consequences incurred from using various social media platforms, such as

• social media • online videos • portfolios/work samples • certifications • volunteer positions • leadership positions • elevator speech • mock networking.


• How can you help ensure your online personal identity, your "brand," portrays you in only professional and positive ways?

• Why is it important to carefully choose your online "friends"? • What steps can you take to remove potentially negative information pertaining to your

online personal brand? • How do employers use social media in the hiring and promotion process?

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• What are the main differences among popular social media websites? How might these differences affect privacy?


Use social media to communicate with a business's stakeholders.

Task Number 82

Tailor interview techniques to a variety of companies.

Definition

Tailoring should include using strategies appropriate for three different occupations in the travel and tourism industry (e.g., hotel front desk supervisor, flight attendant, tour guide).


• What are some critical elements of effective interviewing? • How can a job seeker assess/identify a company’s corporate culture prior to

interviewing? • Why might a job seeker need to prepare differently for job interviews with various

companies? • How might an interview vary from one occupation to another?


Implement job-seeking skills to obtain employment.

Task Number 83

Explain the roles of professional and trade organizations in career development.

Definition

Explanation should include the concept that professional and trade organizations can assist in career development by serving as a source for

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• networking with colleagues • pursuing education and research opportunities • earning certifications • keeping up with current trends, laws and regulations, and products • posting job openings and résumés.


• What are the purposes of professional and trade organizations? • Who are the stakeholders served by professional and trade organizations? • How can students become actively involved in professional and trade organizations prior

to graduation? • How does active involvement in a professional or trade organization help job seekers and

employers in the travel and tourism field? • What types of learning opportunities are available through professional and trade

organizations? • How do professional development and learning opportunities help employees acquire

new skills and keep abreast of industry trends? • How can membership in professional and trade organizations help people develop a sense

of civic responsibility and contribute to their communities?


Utilize career-advancement activities to enhance professional development.

SOL Correlation by Task Identify the main categories of tourism. English: 11.5, 12.5

History and Social Science: VUS.8, VUS.10, WHII.8

Identify the basic elements of a marketing plan.

English: 11.5, 12.5

Identify the basic steps of the sales process. English: 11.5, 12.5 Analyze how research methods are used in the travel and tourism industry.

English: 11.5, 12.5

History and Social Science: GOVT.15

Mathematics: PS.1*, PS.2*, PS.3*, PS.4*, PS.7*, PS.8*

Gather data for a local or regional travel and tourism industry.

English: 11.8, 12.8


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English: 11.5, 12.5

History and Social Science: GOVT.1, VUS.1

Mathematics: PS.1*, PS.2*, PS.3*, PS.4*, PS.7*

Compose recommendations based on the analysis of travel and tourism data.

English: 11.5, 12.5


Mathematics: PS.1*, PS.2*, PS.3*, PS.4*, PS.9*

Describe the advantages and disadvantages of market segmentation.

English: 11.5, 12.5

History and Social Science: GOVT.1, GOVT.15

Develop a positioning statement for a specific business venture.

English: 11.1, 11.5, 12.1, 12.5

History and Social Science: GOVT.1, VUS.1 Revise a positioning statement based on research.

English: 11.1, 11.5, 12.1, 12.5


Mathematics: PS.1*, PS.2*, PS.3*, PS.4* Create a travel and tourism marketing plan. English: 11.1, 12.1

History and Social Science: GOVT.1, VUS.1

Mathematics: PS.8* Present a travel and tourism marketing plan to the class.

English: 11.1, 12.1

History and Social Science: GOVT.1 Explain a travel and tourism manager's role in budget management.

English: 11.2, 11.5, 12.2, 12.5

Interpret financial statements.


English: 11.5, 12.5

Mathematics: A.7, AFDA.1, AII.7 Analyze the effect of business ethics for a sales and marketing department.

English: 11.5, 12.5



English: 11.5, 12.5


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Explain the effects of technology on travel and tourism marketing.

English: 11.2, 11.5, 12.2, 12.5

History and Social Science: GOVT.12, GOVT.15, VUS.14, WG.17, WHII.14

Apply technology to travel and tourism marketing.

English: 11.5, 12.5

History and Social Science: GOVT.12, VUS.14, WG.17, WHII.14

Analyze the effects on safety issues in the travel and tourism industry.

English: 11.5, 12.5



English: 11.5, 12.5


Describe the economic and social effects of a crisis or disaster.

English: 11.5, 12.5


Identify threats to a marketing campaign. English: 11.5, 12.5



English: 11.5, 12.5



English: 11.1, 11.5, 12.1, 12.5


Demonstrate the selling process. English: 11.5, 12.5 Create a sales strategy for a travel and tourism venture.

English: 11.5, 11.8, 12.5, 12.8


Identify a generational sales strategy. English: 11.5, 12.5 Define revenue management as it relates to sales.

English: 11.5, 12.5

Identify additional opportunities for revenue. English: 11.5, 12.5

History and Social Science: GOVT.15 Examine concepts and issues related to promotion in the industry.

English: 11.5, 12.5


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Analyze promotional options to reach specific target markets.

English: 11.5, 12.5


Develop a promotional plan. English: 11.5, 12.5 Describe management considerations for providing customer service to travel and tourism clients.

English: 11.5, 12.5

Summarize the methods for measuring customer service.

English: 11.5, 12.5

Mathematics: PS.9* Describe methods of brand and reputation management related to customer service.

English: 11.5, 12.5

Identify the characteristics of a successful travel and tourism professional.

English: 11.5, 12.5

History and Social Science: GOVT.16 Determine career trends and opportunities in travel and tourism marketing and sales.

English: 11.5, 12.5

History and Social Science: GOVT.8 Research a specific career in the travel and tourism marketing and sales industry.

English: 11.8, 12.8

History and Social Science: GOVT.1 Research postsecondary training and educational opportunities in travel and tourism marketing and sales.

English: 11.8, 12.8

History and Social Science: GOVT.1 Update a résumé and cover letter. English: 11.6, 11.8, 12.6, 12.8 Describe the role of online résumé posting sites, social networking sites, and association job boards.

English: 11.2, 11.5, 12.2, 12.5


English: 11.5, 12.5

Tailor interview techniques to a variety of companies.

English: 11.1, 12.1

Mathematics: PS.9* Explain the roles of professional and trade organizations in career development.

English: 11.5, 12.5

Related DECA, Inc. Competitive Events CTE student organization information correlates to course content. These DECA, Inc. competitive events available in Virginia enable students to apply and practice tasks they have mastered within the course. Other events may be applicable upon instructor discretion. Refer to the Chapter Management Guide for more information.

http://cteresource.org/attachments/mkt/related_DECA_competitive_events-2020.pdf

http://cteresource.org/attachments/mkt/related_DECA_competitive_events-2020.pdf

http://vadeca.org/

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Appendix: Credentials, Course Sequences, and Career Cluster Information Industry Credentials: Only apply to 36-week courses

• A*S*K Fundamental Marketing Concepts Assessment • Business of Retail: Operations & Profit Examination • Certified Hospitality and Tourism Management Professional Examination • College and Work Readiness Assessment (CWRA+) • Customer Service and Sales Certification Assessment • National Career Readiness Certificate Assessment • Travel and Tourism Assessment • Workplace Readiness Skills for the Commonwealth Examination

Concentration sequences: A combination of this course and those below, equivalent to two 36-week courses, is a concentration sequence. Students wishing to complete a specialization may take additional courses based on their career pathways. A program completer is a student who has met the requirements for a CTE concentration sequence and all other requirements for high school graduation or an approved alternative education program.

• Digital and Social Media Marketing (8125/36 weeks) • Entrepreneurship (9093/36 weeks) • Entrepreneurship, Advanced (9094/36 weeks) • Introduction to Marketing (8110/36 weeks) • Introduction to Marketing (8111/18 weeks) • Marketing (8120/36 weeks) • Marketing Management (8132/36 weeks) • Marketing, Advanced (8130/36 weeks) • Opportunities in Global Trade (8135/36 weeks) • Opportunities in Global Trade, Advanced (8136/36 weeks) • Principles of Business and Marketing (6115/36 weeks) • Principles of Business and Marketing (6116/18 weeks) • Travel and Tourism Marketing (formerly Opportunities in Hospitality and Tourism) (8139/36

weeks)

Career Cluster: Hospitality and Tourism

Pathway Occupations

Lodging

Bookkeeping, Accounting, or Auditing Clerk Chief Engineer Concierge Front Desk Clerk Front Office Manager Lodging Manager Marketing Manager

Recreation, Amusements and Attractions

Advertising and Promotions Manager Caterer

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Career Cluster: Hospitality and Tourism

Pathway Occupations

Meeting and Convention Planner Recreation Supervisor Recreation Worker Retail Manager Sports Promoter

Restaurants and Food and Beverage Services

Destination Manager Facilities Manager Food Service Manager Host, Hostess Meeting and Convention Planner

Travel and Tourism Meeting and Convention Planner Tour, Travel Guide Travel Agent

Travel, Tourism, and Destination Marketing

Documents

Transcript of Travel, Tourism, and Destination Marketing